so it's a philosophy here that we're seeing play out. big can be better if it's done right. >> yes. we often talk about high roads and low roads. and sinegal, when i interviewed him, he said, i asked him, why do you treat your workers so well? he said, we have rock-bottom prices. the last thing i want is shoppers to come in and think, sinegal, you're running a sweat shop, you pay your workers like dirt. he said, therefore, i'm going to pay my workers the best of any retailer in the country. so he's able to do that by getting the workers to work really hard. he has all these kind of retailing tricks, you know, he saves money. you go into a costco, you know, it's not fancy. there's cement floors. he spends no money on advertising. most retailers spend 2% of their revenues on advertising. that enables him to cut costs. he's very ingenious in how he stocks the store. >> how do they compare in walmart, i mean, in operation?